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Jamie Powell


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Personal profile

Research interests

Brand activism, when a brand engages in a socio-political issue, think about Nike’s ‘for once, don’t do it’ in response to the Black lives matter protests and Gillette’s ‘the best a man can get’ in response to #MeToo. Brand activism has thus far been explored through its organisational impact, for example the financial and reputational impact, through such lens as authenticity. My current research in contrast, explores the societal impact of brand activism, which shall be investigated through empowerment theory.  

Education/Academic qualification

Consumer Behaviour , Master of Science, The Anxious Gamble: Improving gambling safeguards through the exploration of mental health., University of Reading

Sept 2021Sept 2022

Award Date: 10 Sept 2022

Advertising Design , Bachelor of Arts, University of South Wales

Sept 2013Jul 2016

Award Date: 31 Jul 2016


  • Brand Activism
  • Empowerment
  • Netnography


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